When you sign a new client, do you know the path that led them to you? 

If not, then how can you hope to repeat your successes in getting new clients if you don’t know what you are doing right?

By examining the ways that new clients come to you, you will be able to unveil the lead generation strategies that are – and are not – working for your firm as well as reveal referral sources you probably weren’t’ even aware that you had.

Take these steps to discover the sources of your best quality leads:

Ask at intake.  When someone calls your office, one of the first questions your staff should be asking is how they found you.  If the answer is they discovered you on the Internet, ask them what search terms they used.  If they saw an ad, ask them where.  If they say that someone referred them, ask them who.  

Track each lead.  Create a spreadsheet that lists all your leads and how they came to you.  You want to be able to see quickly the pattern that emerges on what is working for you and what you need to change.

Track each touch.  On your lead generation spreadsheet, track each touch with a prospect and specify the method – i.e., phone call, email, letter, etc. 

Scrutinize the data.  Examine your spreadsheet to see which activities are generating the best quality leads for you as well as the ones that aren’t working (no one is responding or the wrong prospects are being attracted).

Track your investment.  Track the cost – money and time – for each of your lead generation activities so you can get a handle on the ROI for each one.

Get feedback.  Ask your clients to provide you with feedback on your services and if they would be willing to be a referral source for you.

After taking these steps, you should be able to see what you’re doing right and be able to put your time and money against those lead generation efforts that are bringing you your best quality leads.